Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Alex Smith, Admap, March 2015

This article argues that instead of using intrusive advertising brands should live their purposes by providing useful objects as part of their communication.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Merchant Cash Express (MCE), the market leader of business cash advances for small businesses in the UK, redefined its brand to set itself apart from the bad press of the competition.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how the launch of Lil-Lets Teens helped Sanitary Protection brand Lil-Lets to attract a new audience and reverse a decline in sales in the UK.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how a complete re-branding and design overhaul saw Fair Trader, a cooperative model based on selling fairly traded products in the UK, move from loss to profit in just 12 months.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report shows how Channel THIRTEEN, the PBS TV station in New York, boosted buzz and membership levels by championing the importance of quality programming.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium